The German furniture and home décor search portal reduced its cost per conversion by almost 25% by using advanced website Custom Audiences to drive high quality traffic to its partner sites.
22% lower cost per acquisition
16% boost to click-through rate
17% lower cost per click
Germany’s largest furniture and décor search portal moebel.de helps millions of people find the goods they love every month. Just like a personal shopper, moebel.de seeks out the most relevant items from a range of online retail partners and brings them together in one place.
moebel.de challenged its online marketing agency to boost quality traffic to its retail partner sites, with the ultimate aim of driving conversions.
We’ve been using website Custom Audiences to drive conversions by creating audiences who are most likely to convert, then targeting relevant ads to them. This reduced the cost per conversion and increased the overall volume of conversions. In fact, while testing the new rules for website Custom Audiences, the marketing agency was able to use even stronger intent signals—such as the time people spent on the site, and the number of products they viewed— cutting the cost of conversion by 22%.
Julia Fröhlich, Head of Performance Marketing, moebel.de
The marketing agency’s strategy for boosting qualified traffic and driving conversions featured a phased approach. To first reach a large audience, the agency used link ads and carousel ads in News Feed, with fairly broad targeting. Having secured the interest of a wide audience, the team then used website Custom Audiences to retarget further ads to people who had subsequently visited moebel.de.
The marketing agency created a standard website Custom Audience that included people who had visited the site or Facebook Page. An advanced website Custom Audience focused on people who had visited moebel.de several times in the previous 30 days (showing high intent). By tailoring ads to people’s behaviour and intent, the marketing agency was able to cut the cost per click and the cost per acquisition.
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